Attribution window
How long after a visitor first sees a test their conversions still count towards it.
An attribution window limits which conversions are credited to a test: only those within a set time after the visitor's first exposure count. Without one, every conversion until the test ends counts.
Short windows suit goals that should follow the change quickly, such as clicks; longer ones suit considered purchases.
With a 7-day window, a shopper who saw the variant on Monday and ordered the following Friday counts; one who ordered three weeks later does not.
Related terms
- Primary goalThe one metric a test is judged on, chosen before it starts.
- Conversion rateThe share of visitors who completed a goal, such as placing an order, out of all visitors in a variant.
- Web pixelShopify's sandboxed way for apps to receive storefront and checkout events, such as checkout started and purchase, without editing the theme.